San Francisco played host to a vibrant display of Bay Area hip-hop culture during the NFL Honors ceremony, where iconic artists E-40 and Too $hort brought regional slang, rhythms, and history to a national audience. E-40 energized the crowd with his hyphy style and distinctive vernacular, resonating with figures like actress Tiffany Haddish and Carolina Panthers rookie Tetairoa McMillan, as well as Kansas City Chiefs tight end Travis Kelce, who nodded along to the beats.
Earlier in the evening, Too $hort transformed the stage into a celebration of Bay Area hip-hop's rich past by performing enduring anthems such as “Gettin’ It” and “Blow the Whistle,” songs that have become staples in cars, clubs, and arena settings over decades. Despite not sharing the stage simultaneously, both artists signified the depth and longevity of Northern California’s influence on hip-hop, exemplified through their presence on one of the NFL’s premier entertainment platforms just days before the Super Bowl itself.
“Having the Super Bowl week unfold on Bay Area soil makes this an ultimate moment,” E-40 remarked during rehearsal. Performing classics like “Choices (Yup)” and “Tell Me When to Go” at the ceremony, he emphasized the significance of this platform, noting his appreciation for being part of the NFL festivities.
Too $hort reflected on the evolution he has witnessed in the NFL's embrace of Bay Area music, referencing the previous Super Bowl held in the region ten years ago in which he did not participate or collaborate with the NFL. He described his role in the NFL Honors ceremony as a significant milestone, acknowledging that while it is not the halftime show, it nevertheless represents an important stage for his career.
Beyond these legendary figures, the influence of Bay Area music permeated the entire Super Bowl week, with performances from recent Grammy winner Kehlani, rapper Larry June, soul singer Goapele, and rising artist LaRussell. Punk-rock veterans Green Day contributed to the celebrations by opening the 60th Super Bowl with a ceremony honoring generations of MVPs and performing alongside Counting Crows at a high-profile event hosted by FanDuel and Spotify at Pier 29.
LaRussell, who was scheduled for around ten performances over four days including a Jordan Brand event and a pre-game concert outside Levi’s Stadium, expressed pride in showcasing the unique identity of Bay Area music. He described the distinctive character of the local scene as a spirit defined by its tempo and feel that compels listeners to smile and dance, qualities he asserted are unparalleled elsewhere.
According to LaRussell, his extensive set schedule during Super Bowl week was less about personal promotion and more about representing and honoring his roots and musical lineage. This emphasis on authenticity connects deeply to the region’s history and culture.
The Bay Area’s independent approach to music has long been a defining characteristic. Hip-hop in this region has traditionally thrived outside major label structures, with artists often producing records independently, selling tapes directly, and cultivating audiences organically across individual cities. The genre’s sound evolved through distinct phases—from Oakland’s early rap economy and bass-heavy mob music to the high-energy hyphy movement and contemporary styles that blend soul, street, pop, and punk influences.
Supporting this artist-driven ecosystem is San Francisco–based Empire, one of the country’s largest independent record labels founded by Ghazi Shami. Throughout Super Bowl week, Empire hosted a free public museum displaying artifacts from its 15-year history, highlighting how Bay Area musicians have established lasting careers autonomously. The label also partnered with Levi’s to present a curated experience that intertwines local music, fashion, and history.
E-40 highlighted the area’s diverse talent pool and collaborative ethos, noting how various artists occupy distinct spaces within the music scene without overshadowing each other. He used Larry June and Kehlani as examples of musicians who have carved out their own lanes while contributing collectively to the region’s success.
For E-40, sustaining a lifelong commitment to music remains paramount. He emphasized that as long as he is healthy and able, creating music will continue to be his passion and profession.
LaRussell observed that witnessing seasoned artists like E-40 and Too $hort remain vibrant and influential in their 50s has imparted valuable lessons about longevity and timing within the industry. Their endurance suggests that Bay Area talent expands its reach rather than fading with age.
Too $hort expressed hope that the Bay Area’s visibility during Super Bowl week will encourage visitors to gain a genuine appreciation for the region’s unique culture and artistic contributions. He cautioned against arriving with preconceived notions, stressing the area’s global reputation and inviting recognition of its significance.